Nike to end Amazon pilot program: Report

The sportswear retailer launched the pilot program in June 2017.

Nike will end a long-term pilot program with Amazon where it sold a limited assortment of products through the e-commerce giant’s platform, the company said on Tuesday.

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“As part of Nike’s focus on elevating consumer experiences through more direct, personal relationships, we have made the decision to complete our current pilot with Amazon Retail,” Nike said in a statement obtained by Bloomberg. “We will continue to invest in strong, distinctive partnerships for Nike with other retailers and platforms to seamlessly serve our consumers globally.”

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Nike will still use Amazon Web Services to power its app and website, the company added.

Amazon did not immediately respond to FOX Business’ request for comment.

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The sportswear retailer launched the pilot program in June 2017, offering an assortment of footwear and apparel directly to Amazon shoppers. The partnership was widely seen as a bid by Nike address the sale of its products by unauthorized or third-party vendors on Amazon’s marketplace.

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The partnership will end as Nike ramps up its own direct-to-consumer initiatives.

The company has overhauled its e-commerce efforts in recent quarters in a bid to modernize its business as traditional retail struggles with increased competition. Nike posted a 42 percent increase in digital sales in its most recent quarter.

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Nike tapped John Donahoe, the former CEO of eBay and cloud-computing firm ServiceNow, to replace longtime CEO Mark Parker as CEO effective in January.